Search engine advertising, also known as Pay Per Click ('PPC') and paid search, will provide a prominent position at the top or to the right of search results. The number of visitors to your website will increase and you only pay for the visitors who click through to your website from the search engines. Campaigns can be initiated relatively quickly and traffic is generated immediately when the campaign goes live.

Determining the right keywords and creating an effective advertisement is a specialist job. The adverts should target visitors interested in those particular services or products you offer. Well-qualified leads can be achieved by well-written adverts and the right choice of keywords. Exadium will monitor and report monthly on the success of the advertising campaign against its goals throughout the project.

Expected visitor volume is dependent on the available budget and cost per click. The cost per click is based on position in the results, click through rate and page quality factors. Ultimately the available budget should be determined based on the number of conversion and the Return On Investment ('ROI') they achieve. Exadium has considerable expertise in managing advertising campaigns and ensuring their results are measurable. Exadium will provide recommendations to ensure optimal performance of the campaign.

The best strategy to follow depends on the goals of the campaign, ROI and the number of people searching for the targeted keywords. Campaign strategy examples are:

• Top position: Highest cost per click with high or not restricted daily budgets. This strategy is aimed at attracting as many visitors as possible and generating as much brand exposure as possible.
• Economic: Cost per click aimed at 3rd - 6th position and set daily budgets. This strategy is a compromise between costs and number of visitors. Bidding on the 3rd - 6th position will attract a substantial number of visitors without paying the top bid.
• Low budget: Low cost per click with low daily budgets. This strategy will result in attracting visitors to the website at very low costs. The number of visitors, however, will be lower than with the other strategies.
• High exposure / low cost: Low cost per click with high daily budgets. This strategy will generate a great number of views with relative low number of clicks providing high exposure.

The best strategy depends on how popular the chosen keywords are from a search volume and how many competitors are bidding on the keywords.

Advertising budget

Exadium can make a detailed indication of budgets and what can be achieved for both Google and Yahoo Advertising Networks after the keyphrase advice is completed.

Campaigns can be limited by geographical region, daily budget or maximum CPC if required. For an economical and successful campaign it is recommended to have a budget of at least €20.00 per day as the management overhead eclipses the actual advertising budget and results in poor value for money.

Training Online Advertising Campaigns

Low end campaigns with a lower daily spend can, however, be successfully managed in house. Exadium can provide training on creating and managing online advertising campaigns. The training is hands on, and in addition to giving you expert tips, it will result in an initial advertising campaign up and running at the end of the training.